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TaylorMade Giving Away 20,000 Burner 2.0 6-Irons

“Project Burner” campaign generates overwhelming response from consumers in 2010; second iteration of seeding program launches this week with new television, print and online support.

Last year, TaylorMade Golf launched a unique and exciting product seeding initiative unlike any in the company’s history with the introduction of “Project Burner,” a campaign that put free Burner 6-irons in the hands of 20,000 eager consumers. Although a high amount of registrants were anticipated for the remarkably successful and groundbreaking project, few would have predicted the incredible response from everyday golfers around the country.

With that in mind, TaylorMade Golf is pleased to announce that the company has launched the second iteration of this unique seeding program, with the 2011 campaign set to give away 20,000 Burner 2.0 6-irons. The second-generation TaylorMade Burner 2.0 irons are individually engineered to deliver legendary Burner distance and more playability, while the refined vibration-management system promotes improved sound and feel.

In the marketplace, the Burner 2.0 irons are already off to a great start following their October 2010 product launch. In their second month at retail, November 2010, the Burner 2.0 irons became the #1 selling iron in the on- and off-course channels in both unit (6.1%) and dollar share (7.9%). Additionally, the Burner 2.0 irons eclipsed the 10% dollar share mark in the on-course channel, according to Golf Datatech.*

To register to receive one of 20,000 Burner 2.0 6-irons, consumers are encouraged to visit our new campaign microsite at http://www.taylormadegolf.com/burner and complete the sign-up form. In addition to online features and advertising, the 2011 campaign will be supported through television and print activations.